La innovación a largo plazo será una ventaja competitiva clave para evitar la exclusión financiera
El proceso de reestructuración del sistema bancario español iniciado con la crisis de 2008 no ha terminado, ya que ahora se suma la tendencia a la digitalización de los servicios financieros y la disminución en la afluencia de usuarios como consecuencia de la Covid-19. Según datos del Banco de España y el Banco Central Europeo, el 51,2 % de la red de sucursales existentes ha cerrado. En 2008, el sector contaba con 45.662 oficinas y, a finales de 2020, se habían reducido a 22.271, tras cerrar 23.391. Y la tendencia seguirá en aumento.
En este escenario, las entidades financieras enfrentan varios desafíos, desde continuar optimizando sus costes de operación hasta garantizar la inclusión financiera de algunos segmentos en riesgo de quedar excluidos, ya sea por motivos geográficos o por dificultad para adoptar hábitos de interacción digital.
Niccolò Garzelli, Vicepresidente Sénior de Ventas de Auriga, asegura que cualquier estrategia que implementen las entidades deberá cumplir con 3 requisitos básicos: “ser innovadora, tener una visión de largo plazo y poner el foco en la experiencia del cliente, que cada vez exige servicios más accesibles, útiles, seguros y personalizados”.
Como proveedor de soluciones tecnológicas para la banca omnicanal y los sistemas de pagos, la visión de Auriga es que las sucursales bancarias deberán transformarse: desde compartir espacios físicos con otras entidades y marcas para ofrecer servicios complementarios (áreas de coworking, cafeterías, librerías, etc.) hasta garantizar una atención remota personalizada, disponible 24/7.
La infraestructura de los cajeros automáticos y los dispositivos de servicio asistido también deberá modernizarse. Además de garantizar el acceso al efectivo, tendrán que ofrecer una amplia gama de funcionalidades, como videobanca, para que el cliente pueda interactuar con un empleado de forma remota sin renunciar a la atención personalizada. A pesar de la fuerte tendencia hacia la digitalización y la automatización, el cliente deja claro que, cuando se trata de solucionar un problema o realizar una gestión importante, prefiere que su interlocutor sea una persona y no una máquina.
Para hacer frente a este complejo y desafiante panorama, Auriga ofrece a la industria WWS Bank4Me, un módulo de software enfocado en servicios de banca avanzada y a distancia, que forma parte de su oferta #NextGenBranch. Esta solución permite a los clientes acceder a todos los servicios del banco en modo autoservicio e interactuar con asesores a través de asistencia por audio y vídeo, de forma segura y personalizada.
Con esta herramienta, los bancos pueden gestionar una oferta de servicios financieros disponibles 24/7, con atención personalizada de un especialista que, en caso necesario, asesora y asiste al cliente de manera remota para completar una transacción. De esta manera, logran satisfacer las necesidades de muchos clientes que encuentran difícil el uso de los canales digitales, como las personas mayores o con discapacidad, así como habitantes de zonas rurales o pequeñas localidades que han perdido su única sucursal bancaria.
Según explica Garzelli, “la Inteligencia Artificial y la automatización juegan un papel fundamental en las operaciones más simples y repetitivas, De este modo se resta presión a los operadores humanos, que podrán dedicarse a atender situaciones más complejas, como la asistencia y asesoría a los clientes que lo requieran. En las sucursales lean, casi todos los miembros del personal serán representantes de ventas y servicios con múltiples habilidades y basarán sus decisiones ??en datos. Esta estrategia de transformación de sucursales permitiría al banco dotar de nuevas funciones al equipo existente de la sucursal para tareas que sumen valor”.
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